Throughout my career, I have worked to understand audiences and tell stories across channels that reach them — and meet marketing and business goals. Below is a small sample of projects I have driven to success.
Pillar content and promotion campaigns that get results, operationalized
At a fast-paced B-series ecommerce startup, I developed, launched and promoted two eBooks in ten weeks, using project management skills I gained on the global content team at SAP Concur.
Compelling customer success content
At a small cannabis business consulting firm, I started a program of case study content, adapting skills I gained working on enterprise case studies at SAP Concur to stories about small business entrepreneurs.
Data storytelling that generates awareness
I discovered, developed and promoted stories based on insights from aggregated user data, product news, analyst content and customer success data. My stories were localized and distributed by regional marketing teams around the world.
Content adapted for demand generation
I practiced efficient content production and repurposing. While working on the marketing plan for an analyst report, I realized the content would adapt perfectly as an interactive quiz for demand generation efforts. I worked with a design agency to adapt the “TEM Maturity Model” into a static infographic, and then worked with field marketers and an interactive agency to create the quiz.
Stories that humanize business processes
I directed a series of bylines exploring customers’ perspectives on their work. The pieces drew accolades from management for their effectiveness at humanizing travel and expense management. The posts also drew readers to the new Concur Newsroom.
Strategic content that reaches audiences and ideal customers
As part of the social media team, I streamlined the content production process as a project manager while helping strategize and create content for the business traveler and travel manager audiences.
Writing that gets media pickup
Internal marketing communications – brand and change management
I worked on a brand standards site for Concur. I collaborated with channel owners to create pages on best practices and how to request support. I’ve also been on teams dealing with mergers and acquisitions nearly everywhere I have worked.
Marketing thought leadership
I share my own perspectives on marketing and how it should work to get the best results for businesses while providing the best experience for audiences. I enjoy thinking holistically about marketing, positioning, branding and customer experience in my spare time and write about it.